Lotte Group chairman rallies his marketers

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Lotte Group chairman rallies his marketers


Shin Dong-bin

Lotte Group Chairman Shin Dong-bin ordered “innovative thinking to reverse the competitive landscape and outcomes” in his an address yesterday to senior employees of the group at the 2013 Lotte Marketing Forum held at the Lotte Hotel in Jamsil, southeastern Seoul.

The two-day Lotte Marketing Forum is a group event established by the chairman last year to share global marketing trends and raise situational awareness in line with escalating competition.

Participants also devise strategies about the direction of the marketing division.

Lotte Group chose the term “Reverse” as the theme for this year’s forum.

“Reverse implies creating innovative outcomes by flipping the way of thinking and methods, constantly growing by reversing the low-growth environment and leading the market by turning the competitive landscape upside down,” said a spokesman for Lotte Group.

Vijay Govindarajan, a Dartmouth University professor and author of the book “Reverse Innovation,” was the guest speaker.

Shin produced a special edition of “Reverse Innovation” and gave it to the 2,000 team leaders in the group.

“The perspective of this book sees the emerging economies not as simple consumer markets or production bases, but as innovative levers that can bring changes to the world economy, including developed nations. It is very suggestive for Lotte, which promotes expansion into global markets, based on emerging economies,” Shin wrote in a message contained in the special edition.

The forum was attended by approximately 500 marketing employees of domestic and foreign companies, including 30 CEOs of Lotte’s major affiliates.

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